How brands work

Forming brand loyalty

The saturation of modern day life means we are submitted to somewhere between 300-700 marketing messages per day. This bombardment comes in the form of conventional print in the form of printed advert, billboards and posters. Digital marketing has overtaken traditional spending as the world becomes increasingly digitised.

I assume I mentally block out banner adverts. I also use AdBlock, which is great. I am of the firm opinion advertising, online especially, has no impact in my decision making of sponging habits. The ever increasing popularity of targeted advertising is a breach of privacy, and something to be worried about.

So why, regardless of new products, advertising spend or competitors marketing, do I trust Heinz? I believe it is a learnt, repetitive behaviour, which has the same effect as brand loyalty. I have a vivid memory of being absent from school with the flu, feeling quite terrible. I was given a can of Heinz of tomato soup, and settled down on the couch with my blanket to watch Button Moon. I felt comforted by the warm bowl, and cheered up considerably. To this day whenever I am sick, I reach for the Heinz tomato soup. It is a subconscious decision, ready made, waiting until the circumstances are correct.

Contrary to this observation, everybody from my generation will remember the Wrigley’s advert. I exclusively chewed Wrigley’s Juicy Fruit growing up, but some along the line I switched to Extra. The same brand I know, but whatever caused this switch must be either marketing, or a change in pallet.

So my memory is doing the work for Heinz, not the marketing. Of course market saturation helps a great deal. Heinz is owned by The Kraft Heinz Company, a merger with Kraft. Kraft Heinz owns 13 well known brands, and between them and 9 other conglomerates pretty much own all consumable brands globally.

So no matter which brand you pick, it's likely going in the same pocket.